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In this critical review of Burr, P. L. & Burr, R. M. (1976) the question at hand raises a compelling problem to parents that television advertisement to children give false implication to this young generation. This is in regard to matters concerning the quality of the products advertised by Television to Children. Generally, this critical review analyses the research finding which seek to justify that television advertisement to children make them to peruse their parents to purchase for them the products which don’t meet their needs. Specifically, Burr, P. L. & Burr, R. M. (1976) analyses the hypothesis that response to the parents who indicate that there is a solid mistrust in the honesty of advertising to children thus a call for superior federal legislation intervention of the misleading aspects.
Importance of the research
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Burr, P. L. & Burr, R. M. (1976) was important that it provided clear evidence that parents have many charges against television advertising to children which has been accused of holding up false prospect and hope to children because of exaggeration of product benefits and children viewing them as of potential benefit.
From the parents who were engaged in interviews to study a parental reaction to the idea of child marketing specifically television advertising to children, it was found that that, many children were exposed. In addition, it was established that many children spent more than twenty hours watching television each week. Secondly, it was brought to knowledge that product recognition of television advertising to children in store product recognition was quite high. However, majority of parents idicated a strong suspicion in the honesty of advertising to children and a call for greater federal legislation to correct the situation.
Methods of collecting data
Burr, P. L. & Burr, R. M. (1976) used the questionnaire method to collect data from parents who were interviewed, and encouraged to reflect on child marketing spontaneously with some probing where the questionnaire included forced choice type questions type and open-end questions. Furthermore, the respondents were invited to discuss in length both verbally and in written form their attitudes toward child marketing on television advertising to children. The target population group designated for the study was from 2 to 10 years old.
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Results and finding
Burr, P. L. & Burr, R. M. (1976) finding of this research were that children spent a lot of time of time, approximately 23 to 30 hours a week, viewing television advertisement to children on Saturdays, receiving the highest viewing peak where audience of children aged above 6-year old. In response, some parents argued that their children prepare themselves ready for television advertisement to children and remained attentive until their favorite stations are signed on to ensure that they would not miss any of their favorite Saturday shows.
Again in their research Burr, P. L. & Burr, R. M. (1976) established that parents have accused television advertisement to children for representing, exaggeration, fantasy and deceit information towards product by the use of prizes and premiums offered in conjunction with their purchase. In addition, many television advertisements are too commercial for children and set up false hopes which ultimately undermine confidence in advertisinng. As a result of a strong doubt in the honesty of the advertising to children by television the research indicates that there is a greater call for the federal legislation to correct the state of affairs.
According to Burr, P. L. and Burr, R. M. (1976) the children recognize the products in stores as they have seen them advertised on television. It was revealed that as age increases the children of higher age category were more cognitive to the products as a result of exposure to commercial messages, maturation and, perhaps, time spent watching television advertisement. The analytical graph represents a trend line of the positive product recognized by age category due to these advertisements. Simple linear regression analysis of the data with age as the independent variable and percentage of positive responses as the dependent variable indicates a positive impact of the television advertisement to children.
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Burr, P. L. and Burr, R. M. (1976) concludes that the government should foster for a greater federal legislation of the television advertisement to children. It has been ranked second in receiving the greatest cumulative percentage of the agreement. The parents comment that the advertisement is a sorry issue to the state and country and could surely be less misleading for little children than it is now. It also indicates that parents wonder if there might be some organizations that could join with other parents to call for a greater legislative control.
Thus, the majority of parents are likely to jointly foster a strong influence on legislators for the greater control of the television advertisement to children. At the same time, the basis of self regulation is the best corrective approach which can be used to reverse parental frustration in the situation.
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